Barton F. Graf 9000's "Do Not Call" campaign for Little Caesars, which you can see in a video summary below, boldly tests the limits of quirkiness and customer curiosity. A radio spot begins the reverse-psychology scavenger hunt with this warning: "We'd like to take this opportunity to educate you about calling Little Caesars—Don't do it. You see, at Little Caesars, we have hot and ready pizzas available all day, every day. … Not only is it faster to just swing by Little Caesars and pick up a hot and ready pizza, if you call 1-800-Try-Little-C, bad things will happen to you." A call predictably yields chastisements for calling, along with multiple warnings to avoid visiting ForbiddenPizzaWebsite.com [1] or "you will definitely regret it." Once there, ignoring instructions not to type in your address results in the final bit of bad news: your house is now haunted by ghosts. It's a disappointing payoff given the big buildup. Yes, each slice of marketing cleverly contributes to the integrated pie. Still, I can't help thinking that this kind of chain-reaction creative is adored by ad types but largely ignored by the pizza-scarfing public. Some folks will hang in for the entire winding ride, but chances are good that the result could prove less satisfying than a $5 pizza.
Links:
[1] http://www.forbiddenpizzawebsite.com/